The question of what customers buy on Cinco de Mayo cannot be answered by simply stating that customers buy traditional – or stereotypical – Mexican merchandise such as sombreros, green and red flags or Tequila. There are certainly people who buy these items for their Cinco de Mayo celebrations, and undoubtedly companies that cater to this trend, but they only represent a relatively minor portion of the population. The reality is that customers buy everything on Cinco de Mayo – most treat the holiday as any other day – and so the important question to answer is not what customers buy on Cinco de Mayo but why customers buy on Cinco de Mayo.
Great marketing campaigns are built on well-defined target audiences. Know your customers, walk in their shoes, and fully understand their desires, problems and motivations. Armed with this information, you can develop an incredible offer that positions your campaign for success. The 40/40/20 rule of direct marketing states that 40 percent of your success is contingent on the quality of your mailing list, 40 percent is based on the perceived quality of your offer, and the remaining 20 percent is dependent on everything else. The time and budget you invest in each of these areas should be balanced accordingly. For example, you’re better off focusing on building your mailing list than developing your artwork. If the former is not right the latter will have no effect.
Graphic design gets customers’ attention and lets them know that you’re selling the best product or service; that your business is the most trustworthy to purchase from; and that right now is the best time to buy. Your Cinco de Mayo banners, brochures, posters and postcards will benefit from powerful, motivating imagery that screams “look at me!”
Copy works with your design to highlight features and benefits. Your headline captivates your audience, while your body copy and call to action play on your customers’ trigger points and motivates them to take the next step in the purchasing process.
Just as with any other direct-marketing campaign, your Cinco de Mayo marketing materials should be printed on high-quality papers using state-of-the-art inks. Customers equate the quality of your printed promotions with the quality of your products, and services, so having your Cinco de Mayo postcards, banners, brochures and flyers printed by a high-quality, affordable online printing company such as PsPrint builds customers loyalty and boosts your return on investment.
Never settle for just one marketing method – a successful Cinco de Mayo campaign needs a multi-front approach to beat the competition. Print postcards, brochures, flyers, rack cards and posters; take out magazine, newspaper, television and radio advertisements; and develop a highly targeted digital marketing campaign to round everything out. The more ways you can reach your customers (and the more often), the more likely they are to respond. If you’re on a tight budget, you’ll achieve better results if you blanket a smaller section of your mailing list instead of blasting your message just once to everyone on it.